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Australia - Free-to-Air TV - Market Overview and Statistics


Since the changeover from analogue to digital conversion process has begun Australians have had more free-to-air television channels that have been added by the broadcasters. The provision of extra channels has had a minimal effect on our viewing habits as other forms of digital media are becoming more readily accessible.

With increased consumer takeup and use of internet-enabled smart TVs, 3DTVs and availability of keenly priced IPTV packages, viewers now have a plethora of ways to watch commercially produced video content together with user-based content.

Over the next five to ten years, digital technologies will spread across most segments of the entertainment and media industries as digital migrations continue to expand. These changing market conditions are expected to impact both the FTA and subscription TV industries, as consumer viewing patterns alter across the different digital media platforms.

With the free-to-air networks expecting to see intense competition for viewers and advertising continue into 2012 and beyond, they are being forced to put even more money into programs, cross promotion and marketing. So in an effort to retain and attract viewers all networks have now have apps for the iPhone/iPad, smartphones or Android tablets allowing viewers differing access methods to content and/or their TV programs.

This report provides an overview on the FTA market in Australia as well as an overview of trends. The information and analysis is provided and in a range of formats including text, tabular and easy-to-read chart formats.

Key developments:

Commercial FTA broadcasting, digital TV, advertising and content, increased Australian content coming to digital channels, increased watching of TV coming from catch-up and streaming, advertising revenue decreasing in the FTA networks.

Companies covered in this report include:

Australian Broadcasting Corporation (ABC), Special Broadcasting Service (SBS), Seven West, Nine Entertainment, TEN.

Information on Digital TV and Smart TVs are covered in our separate reports at

Table of Contents

  • 1. Synopsis
  • 2. Market update
    • 2.1 Overview
    • 2.2 Digital media uptake increases alternative viewing methods
    • 2.3 Public broadcasters
    • 2.4 Private broadcasters
      • 2.4.1 Overview
      • 2.4.2 Seven West Media
      • 2.4.3 Catch-up TV expanding most viewer options
  • 3. Trends and analysis
    • 3.1 Media reform paranoia
    • 3.2 The death of TV – or not?
    • 3.3 FTA industry faces increasing challenges
    • 3.4 Broadcasters utilising internet delivered media
    • 3.5 FTA viewing is moving from the big screen
  • 4. Market statistics
    • 4.1 Background information
    • 4.2 Advertising market statistics
    • 4.3 Advertising predictions into 2014
  • 5. Drama spending and production
    • 5.1 Advertising production
    • 5.2 Drama and content
  • 6. Related reports
  • Table 1 – Television set penetration by number of sets – 2010 - 2012
  • Table 2 – Advertising revenue share for commercial networks – 2009 - 2012
  • Table 3 – Percentage shares of capital city TV advertising market – 1998 - 2012
  • Table 4 – Advertising revenue for FTA commercial networks – 2009 - 2012
  • Table 5 – Australian advertising spend in Pay TV and FTA sectors – 2010; 2014
  • Table 6 – Australian advertising spend by industry – 2010; 2014
  • Table 7 – Australian advertising production by network – 2007 - 2011
  • Table 8 – Australian content between 0600-2400 – 2008 - 2011
  • Chart 1 – Overview of market shares in capital city TV advertising market – 2003 - 2012
  • Chart 2 – Overview of Australian advertising spend by industry – 2010; 2014
  • Chart 3 – Overview of Australian advertising production by network – 2007 - 2011
  • Chart 4 – Overview of Australian content measurement between 0600-2400 – 2007 - 2011

Focus Report profile


Strategies & Analyses (Industry & Markets)

Number of pages: 12

Status: Current

Last update: 19 March 2013
View update history

Author: Paul Budde

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